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Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

Lookup NU author(s): Dr Mina Tajvidi, Dr YiChuan Wang



This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).


A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages from a social networking website in China. Structural equation modelling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers’ intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context.

Publication metadata

Author(s): Tajvidi M, Wang Y, Hajli N, Love PED

Publication type: Article

Publication status: Published

Journal: Computers in Human Behavior

Year: 2018

Pages: epub ahead of print

Online publication date: 08/11/2017

Acceptance date: 05/11/2017

Date deposited: 06/11/2017

ISSN (print): 0747-5632

ISSN (electronic): 0747-5632

Publisher: Elsevier


DOI: 10.1016/j.chb.2017.11.006

Notes: ABS 3*


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